How are Businesses Using Facebook?1. Go to www.Facebook.com/search2. Select the Pages option to filter your results by Pages.3. Enter direct competitors or keywords in your industry to find pages that may be in your niche.4. Realize that the Facebook Search bar is not very robust and sometimes does not find the Facebook page you are looking for - even when you enter the exact name of the page!
• Link from competitor’s websites, or www.FBInstant.net• How often is the page posting? What times are they posting?• What are they posting? What is getting the most interaction – pictures, links, videos, questions? What is working for them?• How many people post directly on the page? How many respond to a post? Take note of the People “are talking about this” number that these metrics over a 7-day period:
– Liking the Page – Posting on their Wall – Liking, commenting or sharing one of their Page posts (or other content on your page – such as photos, videos, albums) – Answering a Question they Posted – RSVP-ing to an Event created by their page – Tagging their page either in their status or a photo – Checking into their place – Liking or sharing a check-in deal• Does the page have a Welcome Tab or any other custom tabs? How does the Welcome tab showcase the business? What other tabs do they have?• Also note what isn’t working for the pages and what you can do better.
Facebook Best Practices• Post every day• Focus on engagement• Have a call to action• Don’t oversell or undersell• Make it fun!• Find out what works for your audience
The Facebook Business PageLearn to speak “Facebook-ese”• Admin Panel Did you know…• Application, or “App” for short• Badge 56% of consumers are likely• Cover to recommend a brand to• EdgeRank a friend after “Liking” it?• Fan• Friend• Friend List• Group• Highlights• Insights• Landing Page
• Four meanings for “Like” 1. “Liking” a page to Beyond “Liking” – Get become a fan Ready for Many Verbs 2. Express agreement with someone else 3. “Like” button installed on •“Like” is one of many website verbs available 4. “Liking” a story which posts to News Feed – does not •Applications can now make someone a Fan take “actions” on• Messages behalf of the user• Milestone •Nike -“Ran” •Trek -“Biked”• Network •Lufthansa -“Visited”• News Feed• Notifications• Open Graph
• Open Graph• Questions (Polls)• Page • Did you know…• Page Tips• Pin to Top …51% of consumers are• Profile more likely to buy a product after “Liking” the• Social Plugin product on Facebook?• Subscribe• Tabs• Tag (Tagging)• Ticker• Timeline• Wall
Profile Management• Delete Spam• Block Applications that Autopost• Remove Irrelevant Tags• Hidden posts• Reply to Customer Service / Negative Comments• Approve / Ignore Requests• Manage Inbox• Check Wall• Post/Repost Client Content• Manage Cover, Tabs and Applications
Content Distribution• Status Updates (Tips, How-to’s, Interesting Tidbits)• Relevant Content from Web (articles, blog posts, etc.)• Quotes• Videos• Photos• Discussions / Comments• Notes• Music player (favorite songs while you work?)• Web Links• Google Alerts (firstname.lastname@example.org)• Send an Update / Updates• News Feed / Interest Lists• Content Strategy
Customer Service• When – and when not – to respond to customer comments• Keep wall “clean” if possible – use “Messages” to conduct business unless it will benefit everyone• Decide who will respond to what types of questions or comments
Audience Building• Tags• Sharing Your Page• Promoting Your Page – Cross-Promotion – Offline• Making Your Page Easier to Find (SEO)• Join a Facebook Group• Create a Facebook Group
Facebook Ads• Planning the campaign• Designing the ads• Creating the ad• Defining your demographics• Pricing the campaign• Managing your ads• Purchasing ads through a Facebook Sales Rep
Reputation Monitoring• Monitor – Monitor discussions – Search for discussions – Review fan postings• Respond – This part is also called “damage control”. Once you are notified about a negative comment, it is very important to determine the best response to minimize the effect of the negative comment. Your response can also determine to turn the person that posted the comment into an advocate.• Repair – Once the damage is done there is a process you can follow to start repairing your reputation. Since you can’t delete what was said about you online, you have to research and create a campaign around the negative comment to push the comment further down the search results. This campaign will usually target a specific keyword and keyphrase such as your name.
Engagement• Embrace Openness Quote:• Understand Your Audience “A lot of brands want to be social, but they dont want to listen, because much of what theyre hearing is quite – Who are they? simply not to their liking, and, just as in relationships in the offline world, engaging with – What are they looking for? your customers or your readers in a transparent and authentic way is not all sweetness and light. So – What motivates them? simply issuing a statement saying youre committed to listening isnt the same thing as listening.”• Listening (Huffington Post, 3/8/2012) – "What it means to be social is if you want to talk to me, you have to listen to me as well." Weekly “Talking About This” Graph (Sheryl Sandberg, Facebook)• Understand EdgeRank and the Art of Engagement – Weight – Affinity – Time Decay• Do’s and Don’ts - Handout
How does engagement help you achieve your marketing goals?• Branding and Awareness• Interest• Desire• Purchase• Follow-Up
Content Mapping• Content Mapping = Content Calendar• What is a content map and why is it important?• Handout: Sample Content Map
Automation• How to use automation to save you time• Programs to consider – Hootsuite.com Monitor and auto post to multiple networks. Good for teams. Schedule messages, use with mobile phones, customize analytics. First month free, $5.99 per month. – SocialOomph.com Robust program especially designed to interface with Twitter (for future reference. ) FREE version or Advanced $12.97 bi-monthly. – Posterous.com Excellent blog and auto post using email, mobile phone or web editor. Good for posting to Facebook. FREE!
PromotionsPromotions , i.e. Did you know… – Discounts …61% of consumers interact with – Giveaways Facebook businesses with the – Sweepstakes primary purpose of taking – Coupons advantage of promotions? – Special Deals – Contests, etc.are very popular and are a good way to build your audience.• Follow the rules! Facebook is serious about them! NO SPAM allowed!www.facebook.com/promotions_guidelines.php• Be consistent!• Use third-party promotion apps –well worth the investment.• Popular choices: – http://wildfireapp.com – http://fanappz.com – http://virture.com/apps – http://www.involver.com
Events• Economical way to build your audience• Events allow you to stay in touch with participants, posting photos, videos, updates, etc. for a long time.• Types of events: – Launch a product or service – Host a panel webinar – Throw an online Facebook party – Host a Live Chat on your Wall with an expert in your field• Steps: – Create an event using Facebook Events – Easy to update or edit your event – Live Stream your event (add real-time chat stream to accompany live content you’re offering during the event.) http://developers.facebook.com/plugins and click Live Stream link. – Video plug-in: http://facebook.com/ustream or http://www.lingto.com Check plug-ins with URL Linter http://developers.facebook.com/tools/lint – Follow-up is essential!
Facebook Places• Useful for local businesses• Interfaces with foursquare• Is expected to increase in popularity in time due to mobile apps
Facebook Analytics: Insights• Must have 30 “Likes” to access FB Insights• Preview at www.facebook.com/Insights• Users – Like Sources – Demographics• Number of Interactions – Views – Likes – Comments – Unsubscribed – Impressions – Feedback